[Report] Making The Business Case for Enterprise Social Networks, by Charlene Li

In 2011, the US hit a milestone — more than half of all adults visit social networking sites at least once a month. But when it comes to using social-networking technologies inside organizations, many
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In 2011, the US hit a milestone — more than half of all adults visit social networking sites at least once a month. But when it comes to using social-networking technologies inside organizations, many business leaders are at a loss to understand what value can be created from Facebook-like status updates within the enterprise. Some organizations have deployed social-networking features with an initial enthusiastic reception, only to see these early efforts wither to just a few stalwart participants. The problem: Most companies approach enterprise social networks as a technology deployment and fail to understand that the new relationships created by enterprise social networks are the source for value creation. In this first of two reports, Altimeter looks at four ways enterprise social networks create value for organizations.

Yes, this is a great report. I really like the way it takes those human aspects under consideration and does not stop at the technology. The driver and motivation aspects are so central, and it seems that you were able to surface through your questions. Some of this is similar to other earlier KM initiatives I think, a reason why some other KM initiatives have failed was what I usually call 'initiative support'. But people often think with Social Media they now have a tool that is so easy, that it is really a self-runner (which is wrong of course). … and to go with Erik's, idea if you open an office in Zürich, Switzerland , please let me know :-) (masterknowledgeflow.ch)

Transcript

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Making the Business Case forEnterprise Social NetworksFocus on Relationships to Drive Value! ebruary 22, 2012F By Charlene Li with Alan Webber and Jon Cifuentes First of two reports on Enterprise Social Networking

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MethodologyFor this report, we conducted both quantitative and qualitative study using a combination ofonline survey, qualitative interviews, and conducted analysis on public programs. Specifically,we conducted: • An online survey of 185 professionals from various industries and backgrounds involved in the management or deployment of their corporate Enterprise Social Network. • Qualitative interviews among corporate practitioners, IT and communications leaders, and senior executives of several Enterprise Social Network vendors and end users.Ecosystem InputThis report includes input from market influencers and solution vendors who were interviewedor briefed by Altimeter Group during the course of this research. Input into this document doesnot represent a complete endorsement of the report by the individuals or companies listedbelow.Enterprise Social Network Vendors (13)Altimeter Group took briefings and conducted interviews with the following vendors over thepast quarters influencing this report:Box NewsGatorCisco SalesforceIBM SocialcastInfosys TelligentJive TIBCOMindjet YammerMoxie SoftwareEnterprise Social Network End Users (18)Altimeter Group took briefings and conducted interviews with the following companies over thepast quarters influencing this report:BCD Travel HOKBest Buy HumanaBMC Software Ingersoll Rand Security TechnologiesCable and Wireless SASDell SprintDeloitte SupervaluEdmunds TeekayEllisdonNote: Three companies are not listed for confidentiality reasons.!AcknowledgementsWith thanks to Alan Webber, Jeremiah Owyang, Brian Solis, Regina Meyer, and Christine Tran.